Social Distancing Intentions to Reduce the Spread of COVID-19: The Extended Theory of Planned Behavior

Abstract

Background The novel SARS-CoV-2 virus pandemic has caused over a hundred thousand deaths and has affected countries and economies worldwide. Due to the absence of a vaccine, the most effective way to reduce transmission of the virus is by applying social distancing practices. Exploring factors that determine whether people adopt social distancing measures is, therefore, critical to reducing the spread of the virus. This study aimed to investigate people’s intentions to socially distance based on the extended Theory of Planned Behavior. An online survey of 823 individuals was conducted and their responses analyzed using partial least square structural equation modeling. Results Study found that the factors influencing the intention to perform social distancing were subjective norms and perceived behavior control. Risk perception affected attitudes, subjective norms, and perceived behavioral control. Media exposure was found to determine attitudes, subjective norms, and risk perceptions. The relationship between attitudes and intentions, and media use and perceived behavior control were not significant. The better and effective risk communication that can change the level of risk perception, raise family and religious leader as well as increase to control behavior are the keys to people’s perform social distancing. Results from a multigroup analysis revealed partial differences across demographic variables. Younger individuals showed a stronger relationship between the influence of risk perception and PBC and media use on risk perception. The predictive strength of subjective norms from risk perception and risk perception from media use was more strongly associated with rural populations. Conclusions The results of study provide an initial understanding of the level of the public’s risk perception to reduce the spread of SARS-CoV-2. Findings also revealed the role of media use in determining risk perception, attitudes and subjective norms. Effective risk communication can change the level of risk perception, attitudes and subjective norms and, in turn, change people’s intention to socially distance. This study may add to the literature, as it explores notions of behavioral changes in the context of an infectious disease pandemic. These results provide a framework for both policymakers and practitioners to formulate interventions for effective social distancing practices in the future.

Knowledge of social distancing measures and adherence to restrictions during the COVID‐19 pandemic

“…These outcomes expand on previous research using the TPB to predict adhere to social distancing measures. 4,8 Unlike models examining adherence to other health related behaviours, understanding the role of knowledge in relation to social distancing is important as distancing measures are novel and change frequently. Consequently, the present study extends the TPB, indicating that in addition to directly influencing intentions to adhere, knowledge of social distancing measures may indirectly influence intentions via more positive attitudes and greater perceived behavioural control.…”

“…A limitation of research examining intentions to adhere to social distancing restrictions is that it does not capture whether respondents understand if their intended behaviours actually adhere to the current restrictions. 4,5,8,12 For instance, respondents are typically asked broad questions about their adherence to social distancing measures (eg, 'I keep a safe distance from people outside of my direct household'), without researchers assessing whether respondents' behaviour does adhere with specific social distancing restrictions. 13,14 Consequently, respondents may report intentions to adhere to social distancing measures, when in fact their intended behaviour would (unknowingly) violate current restrictions.…”

“…4 The TPB posits that social norms also exert pressure on individuals to perform particular health behaviours. 1,8 In the context of social distancing, social norms refer to the belief that referents, including family, friends and important members of the public, support and are adhering to the social distancing restrictions. During the COVID-19 pandemic there has been some evidence that individuals who believe that others are adhering to restrictions are more likely to adhere to restrictions themselves.…”

“…During the COVID-19 pandemic there has been some evidence that individuals who believe that others are adhering to restrictions are more likely to adhere to restrictions themselves. [7][8][9] In addition to being motivated to perform a behaviour, the TPB also proposes that perceived behavioural control is an important predictor of intentions. 1 In the context of social distancing, perceived behavioural control refers to the perceived difficulty or ease associated with adhering to social distancing measures.…”

“…The TPB posits that social norms also exert pressure on individuals to perform particular health behaviours 1,8 . In the context of social distancing, social norms refer to the belief that referents, including family, friends and important members of the public, support and are adhering to the social distancing restrictions.…”